Media Influence on Consumer Choice: Video Game Systems and Software


November 24, 2008
46 Pages - SKU: ADL2230030
License type:
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Countries covered: United States

The U.S. video game industry is a growing, multi-billion dollar business and new hardware does more than just play games - it can open up a consumer’s home to TV, chat and more. The growing popularity of ‘social gaming’ in the form of massive multiplayer online games (MMOG) and virtual worlds mirrors the exponential growth of online social communities.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on purchases, and reveals significant influence by online product reviews. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in the purchase of video game systems and software and the report examines the importance of factors like product quality, product availability, price, and brand name.

The report also offers insights on how receptive consumers are to buying online instead of in a store, as well data on the importance of product availability in the decision on where to purchase.


I. Executive Summary
II. Survey Findings
III. Consumer Spending
IV. Methodology+Definitions
TABLE OF FIGURES
1. Percentage of U.S. Adults That Have Purchased Video Games, Video Game Systems Recently
2. Demographic Analysis of U.S. Adults That Have Purchased Video Games, Video Game Systems Recently
3. Preference of Purchase Location (U.S. Video Games, Video Game Systems Purchasers 18+)
4. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers (18+) That Prefer to
Purchase Online
5. Factors that are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)
6. Factors that are Most Important in Product Purchase or Location of Purchase by Age
7. Factors that are Most Important in Product Purchase or Location of Purchase by Gender
8. Factors that are Most Important in Product Purchase or Location of Purchase by Race
9. Factors that are Most Important in Product Purchase or Location of Purchase by U.S. Region
10. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Who Consider Price More
Important than Product Quality
11. U.S. Video Games, Video Game Systems Purchasers (18+) Somewhat or Significantly Influenced by
Information/Advertising from Online Media
12. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Social
Networking and User-Generated Content
13. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Online Video
14. U.S. Video Games, Video Game Systems Purchasers (18+) Somewhat or Significantly Influenced by
Information/Advertising from Traditional Media
15. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Newspapers
16. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Television
17. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Radio
18. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Direct Mail
Advertising
19. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Magazines
20. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Out-of-Home
Advertising
21. Percentage of U.S. Video Games, Video Game Systems Purchasers (18+) who consider Sports Marketing
Somewhat or Very Important
22. Demographic Analysis of Video Games, Video Game Systems Purchasers who consider Sports Marketing
Somewhat or Very Important
23. Percentage of U.S. Video Games, Video Game Systems Purchasers (18+) who consider Cause Marketing
Somewhat or Very Important
24. Demographic Analysis of Video Games, Video Game Systems Purchasers who consider Cause Marketing
Somewhat or Very Important
CONSUMER SPENDING FIGURES
1. 2008 U.S. TV Market Comparison of Consumer Spending on Video game hardware and software (Estimated
Total per Market)
2. 2008 U.S. TV Market Comparison of Consumer Spending on Video game hardware and software (Estimated
Average Per Household per Market)
3. 2008 U.S. Consumer Spending on Video game hardware and software by Life Stage Cluster

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